Last Updated: July 1, 2020.

This Privacy Policy describes how Marin processes personally identifiable data when providing services to our customers. This Privacy Policy explains who we are, what we do, what data we have access to, how we access these data, and what we do with these data.

For the Privacy Policy that covers the practices that apply to the data that are generated when an individual visits the Marin Software website, please see the Privacy Policy for Information Collected from Marin Software Site, Emails, and Communications.

Our Principles:

  • We process and analyze data that are generated by the use our Customer’s Website in order to produce statistical information for the benefit of that Customer;
  • The statistical information generated and processed by is used to identify trends, and assess the success rate of that Customer’s advertising campaigns;
  • We do not know – and will not attempt to know – the identity of the individuals whose browsing and activities are analyzed to generate statistics or identify trends;
  • We do not combine a specific visitor’s data collected from different websites to establish a profile of that visitor.


For ease of use of this document, certain terms have been associated with the specific meaning provided below.

“Advertiser” is a company that advertises its products or services, or those of its clients, using online capabilities. For example, in this context, a department store who advertises its shoes or a university who advertises its courses and curriculum are advertisers.

“Customer” means an entity, including any of its affiliates, that has purchased Marin’s Software Services.

“Customer Website” means a website operated by a Customer.

“Device” means a computer, laptop, desktop, smart phone, tablet, and any other similar equipment that is used for online activities. “Marin Software Services” means the proprietary platform developed by Marin Software to enable measuring, managing, and optimizing digital marketing campaigns.

“Publisher” is an entity that provides a medium or vehicle for the publication of certain information; for example, search engine, display marketing services and social networks are publishers.

“Visitor” or “you” means an individual who visits a Customer Website.

“Visitor Data” means data about a Visitor’s use of a website or that are generated by, or result from, a visit of that website.


We provide services to our customers that allow them to measure, manage, and optimize their digital advertising. We are a service provider to our customers and do not have a direct relationship with visitors to our customer’s websites. We may have access to some of the data that are generated when by a website visitor.

We recommend that our customers inform their website visitors about their own data collection and use practices, including the fact that they use our services. We also recommend that our customers post a link to this Privacy Policy, so that our customer’s website visitors are made aware of these practices.

Nature of the Marin Software Services – The Marin Software Services platform offers the ability to process large amounts of data regarding unidentified individuals – or individuals whose identity would be very difficult to determine – in order to identify trends. This information allows our customers to measure, analyze, evaluate, manage, execute, and optimize their digital advertising campaigns.

For example, a business may use Marin’s services to compare whether associating a certain keyword to an item (for example “red shoes”) leads to a larger number of sales of that item, or increases the number of visits to the webpage where that item is displayed, than if the item had been associated with a different keyword. Or, a business may find out that those who purchase a certain item (for example, red shoes) are more likely to purchase another item at the same time (for example, white socks). Having analyzed this information, the business may in turn decide to modify its advertising or marketing strategy, for example, by purchasing advertising space associated with certain keywords, such as “red shoes” and “white socks” rather than other keywords (for example, “elegant pumps” or “cotton socks”).

How is Visitor Data Collected?

When you visit our customer’s website, your visit can generate certain data elements that are collected by the website owner. We can receive these data from our customers directly, or from our Customer’s Publishers, or Marin can collect these data on behalf of our customers via our tracking cookie (“Marin Tracker”).

Data Types Marin Receives:

Marin can receive the following data from our customers:

  • data collected by web publishers (for example, search engine, display marketing, social networks), which include information about the cost of advertising certain goods through their platform;
  • data collected by the Advertisers (for example, department store), such as information about the revenue generated by visits to their website by “logical users,” i.e. people who are identified with a user ID number, but whose identity is not known.

How the Analyses Are Created – Using proprietary technology and other technology, the Marin Software Services organize the Visitor Data, and map the combined results of the analysis of each Visitor’s behavior. Each Customer then uses the Marin Software Services to analyze the success rate associated to a particular link, advertisement, or search term, produce statistical information, analyze trends, compare costs, or generate other reports that it uses to manage and optimize its digital marketing campaigns.

How Tracking Technology Works – When an individual visits a website, a tracking tool (Marin Tracker or a third party’s tracking application) collects the IP address and the activities of that Visitor, for example on which links the Visitor clicks, whether the Visitor makes purchases, what keyword the Visitor used in order to identify the item(s) viewed.

The tracking application generates a unique user ID – for example, a user ID associated to the collected IP address – in order to identify a device or entry point. This unique user ID is used to identify a “logical user” or “unique user.” In most cases, the unique user ID cannot, by itself, identify a specific individual, for example because many individuals may be sharing the same device or entry point (e.g., a household, or a cybercafé), or because a portion of the IP address has been truncated.


If our Customer does not use Marin Tracker – If our Customer does not use the Marin Tracker, then Marin Software has no ability to know how the Visitor Data are collected by, or on behalf of the our Customers. This information may be available from the applicable Privacy Policy that is published by the Customer or its representative, i.e. an advertising agency acting on behalf of an Advertiser. Marin Software recommends to its Customers that they disclose, in their public Privacy Policies, what Visitor Data they collect, and how they collect these data.

If our Customer uses Marin Tracker – If our Customer uses Marin Tracker, it automatically collects on behalf of our Customer, (i) data automatically sent by each Visitor’s Device’s browser, and (i) data collected through cookies and tags, as described in the Marin Software Cookie Disclosure for Subscription Services.

From Cookies and Other Technologies – Marin Tracker uses its own cookie and tags to track a Visitor’s interaction with a Customer Website, such as data about the Visitor’s online activity, the web pages that the Visitor visits, the search terms that the Visitor uses, the categories of products displayed on a Customer Website that are of interest to the Visitor, and any link or advertisements on which the Visitor clicks. For more information on our use of cookies and other technologies, please see Marin Software Cookie Disclosure for Subscription Services.

What we do not Collect – We do not intentionally collect data that might reveal a person’s race, religious or philosophical beliefs, political opinions, health or sexual preferences, precise geographical location, credit card numbers or financial data. If we find out that our cookies and tags have inadvertently collected this data, and that this data may be linked to a specific individual (through reasonably available means), we will promptly delete the data or make it inaccessible by third parties, as applicable.


Visitor Data that have been uploaded onto the Marin Software Services platform are used and compiled to create analyses and reports. These analyses are based on aggregated data. Since the data are aggregated, they cannot be used to identify a specific Visitor.

Analytics of a Specific Customer’s Visitor Data – Our Customers uses Marin Software Services to produce reports that help evaluate the success rate of its own digital marketing or advertising campaign, such as whether and to what extent the content of some pages of its website is of interest to its Visitors.

These analyses and reports are created by using Visitor Data in the aggregate, in order to determine trends. The analysis does not focus on the specific taste, interest, preferences, or profile of a particular customer. Instead, it focuses on the behavior or interest of all Visitors or a group of Visitors (e.g. Visitors from a particular geographic area).

What we do NOT do – Marin Software does not use Visitor Data for its own purpose, other than in aggregate form, and for creating industry reports as described in the next section. Further, each Customer is only allowed to access or use the Visitor Data that are associated with that Customer’s own website, and is not permitted to access or use the Visitor Data that result from a Visitor’s use of a third party’s website.

We do not share with, or disclose, report, transfer, or deliver to a Customer any Visitor Information that is specific to a particular individual. All information about the use of a Customer Site is provided to the Marin Customer only in aggregated form.


From time to time, we may disclose Visitor Data to third parties, as follows:

Service Providers – We may engage certain trusted third parties to perform functions and provide services to us, including, without limitation, data center hosting and telecommunications. However, this is done only to the extent necessary for these third parties to perform the functions, and provide the services, that we have purchased from them. In all cases, these services are completed only pursuant to binding contracts requiring such third parties to maintain the privacy and security of the Visitor Data to which they have access and to not use it for any other purpose.

To Defend or Enforce our Rights – We may use or share Visitor Data to protect ourselves or protect the Marin Software website, to establish or exercise our legal rights, respond to a breach of our Website Terms and Conditions or Subscription Services Terms of Use, when we believe it is appropriate to protect the property and rights of Marin Software or a third party, the safety of our company, our customers or others, to investigate, prevent, take action against, or stop any fraudulent, illegal, unethical, or legally actionable activity, in connection with our Site, the Marin Software Services or other products or services, or the Marin Software Subscription Services Terms of Use or the Marin Software Website Terms and Conditions, or other agreements.

Business Transfers – If any or all of the assets of Marin Software are acquired by, or merged with another entity, or in the unlikely event of a bankruptcy, we may disclose, share or transfer some or all of the Visitor Data to or with the actual or potential successor entity in preparation of the transaction, as part of the due diligence, or after the transaction has been consummated, so that the successor entity can continue providing our services to our Customers.

Compliance with Laws and Third Party Requests – Marin Software cooperates with government and law enforcement officials or private parties to enforce and comply with the law, as required by applicable law. We may disclose Visitor Data to government or law enforcement officials or private parties as we, in our reasonable discretion, believe necessary or appropriate to respond to legal process (including a facially valid subpoena, warrant, court order or other legal process), respond to and defend against legal claims, or otherwise as required by applicable law.

After Aggregating Visitor Data Across Groups of Customers – Marin Software may aggregate Visitor Data about all Visitors of selected Customer Websites (for example, Visitors located in certain markets), in order to obtain statistical information about trends in digital marketing campaigns. We then create, publish, and sell industry reports, analyses and similar materials that are used for industry analysis, demographic profiling, sales, marketing, and other business purposes. These reports provide information in aggregate form. No individual is or may be identified from these reports.


We respect the privacy of the Visitors to our Customer Websites. To this end, we identify below the privacy choices that these Visitors have with respect to the Marin Software cookies and other technologies that are installed by Marin Software or on its behalf on Customer Websites.

While we have tried to provide all the tools necessary so that individuals can manage their personal data without interaction with us, you may prefer to interact directly with us. You can contact us at any time with your questions or requests for assistance. Please refer to the How to contact us section below.

Right to Object to New Uses of your Visitor Data – If at any time we wish to disclose, or use your Visitor Data in a way, or for a purpose that is materially different from that which is described in this Privacy Policy, we will give you the opportunity to choose whether Visitor Data that identify you or from which you may be identifiable may be used for a purpose other than the purposes that are set forth in this Privacy Policy.

Right to Know about Third Party Marketing – We do not share any personally identifiable Visitor Data with third parties for their direct marketing purposes. If at any time we wish to disclose, or use Visitor Data in a way, or for a purpose other than as described in this Privacy Policy, we will give these Visitors the opportunity to choose (opt out) whether Visitor Data that identify them or from which they may be identifiable (1) may be disclosed to a third party and (2) may be used for a purpose other than the purposes that are set forth in this Privacy Policy.

Accessing, Changing, or Deleting Visitor Data – When performing its services, Marin Software does not collect data that can be linked to an individual, and does not attempt to link Visitor Data to a specific individual. If, nevertheless, a Visitor believes that we have collected Visitor Data that pertains to this Visitor or from which the Visitor can be identified, and the Visitor wishes to have access to this data, we will exercise reasonable efforts to retrieve this data.

Please be aware that this retrieval or any further action with respect to these Visitor Data might be time consuming or difficult, and the burden or expense of retrieving the data requested might be disproportionate to the benefit that you would receive from having access to this Visitor Data. In this case, we will need to charge a fee commensurate with the effort required, in order for us to provide access to the data requested.


This section applies solely to Visitor Data collected by Marin Software as a Service Provider under the California Consumer Protection Act (“CCPA”). As described in this Privacy Policy, Marin Software’s customers may use Marin Tracker on their websites to collect Visitor Data. Some of the data collected by Marin Tracker may be defined as personal information under the CCPA. Marin Software only collects and processes this data in accordance with our Customer’s contract. Marin Software does not sell personal information collected via Marin Tracker. The details of the data collected by Marin Tracker is described in our Marin Software Cookie Disclosure for Subscription Services. Marin Software does not sell or link personal information collected by Marin Tracker with any other personal information.

If Marin Software receives a consumer request for access or data deletion request, Marin Software will forward that request to the applicable Marin Software Customer for resolution. You can opt-out of the collection of data by Marin Tracker on your device by clicking on the Marin Tracker Opt-out Link. You may also find information on controlling and managing browser cookies by visiting the Privacy Central page which is located here.


Marin Software employs administrative, physical, and electronic measures designed to protect Visitor Data from unauthorized access, loss, misuse, disclosure, alteration, and destruction. While we do our best to implement security measures, we do not guarantee that our safeguards will always work.

When we need to transfer Visitor Data out of our firewall, we use industry-standard technological means to protect all Visitor Data while in transit through the Internet. We use encryption and a comprehensive authentication protocol to provide reasonable security. However, please remember that no security system on the Internet is perfect.


We have no way to know whether Visitor Data collected through our cookies and tags pertains to children unless our Customer informs us of the age of its Visitors. If we become aware that we have inadvertently collected Visitor Data about a child under 13 who can be identified from these Visitor Data, we will remove such data from our files.


Visitor Data may be transferred, stored, maintained, and processed in the United States or in other countries where we have facilities or where we have engaged a service provider. This storage, maintenance or processing will be performed under privacy and security laws and standards that may not be as protective as those in the Visitor’s jurisdiction.


If you have any concerns or claims with respect to our Privacy Policy, please contact us as indicated in the “How to contact us” section. We will investigate and attempt to resolve any complaints and disputes regarding our use and disclosure of Visitor Data. If the complaint or dispute cannot be resolved through our internal process, and Marin Software does not adequately respond to your question, please contact the San Francisco office of the American Arbitration Association, which will serve as a liaison with Marin Software to resolve your concerns.

If arbitration is necessary, it will be conducted by telephone and email, and if it must be done in person, it will be conducted in a location mutually agreeable to both parties. The arbitration will be conducted by one arbitrator member of the American Arbitration Association, and under the rules of commercial arbitration of the American Arbitration Association. All decisions of the arbitrator(s) will be final and binding on both parties and enforceable in any court of competent jurisdiction.


This Privacy Policy may be updated from time to time for any reason. We will notify you of any material changes to this Privacy Policy by posting the new Privacy Policy on the Site, and as required by applicable law. To the extent that this is technically feasible, we will obtain the necessary consents required under applicable law if we seek to collect, use or disclose Visitor Data for purposes other than those described above, unless this change is otherwise required or permitted by law.

Except as stated above, all changes will apply to the Visitor Data that are already collected, and to Visitor Data that are collected after the effective date of the revised policy. You are advised to consult this Privacy Policy regularly for any changes.


Marin Software owns and operates the website and provides the services described on the website. Marin Software Incorporated is a Delaware corporation. Our mailing address is 123 Mission Street – 27th Floor; San Francisco, CA, 94105 USA.

If you have any questions, comments or complaints about this Privacy Policy or our use of your Visitor Data, please contact us at